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Home / Syllabus / B.A. in Multimedia and Mass Communication / TY BAMMC Advertising / Semester 5 / Agency Management

B.A. in Multimedia and Mass Communication Agency Management Syllabus - Mumbai University

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

Agency Management Syllabus.pdf
Major elective · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

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Syllabus for Agency Management

Major elective · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

Module I

  • 1 Advertising Agencies
  • a Agencies role, Functions, Organization and Importance
  • b Different types of ad agencies
  • 2 Account Planning
  • a Role of account planning in advertising
  • b Role of Account Planner
  • c Account Planning Process
  • 3 Client Servicing
  • a The Client - Agency Relationship
  • b 3P’s of Service: Physical evidence, Process and People
  • c The Gaps Model of servıce qualıty
  • d Stages in the client-agency relationship
  • e How Agencies Gain Clients
  • f Why Agencies Lose Clients
  • g The roles of advertising Account executives
  • 4 Advertising campaign Management
  • a Means-End chaining and the
  • b Method of Laddering as guides to Creative Advertising Formulation

Module II

  • 1 Study and Analyze current Advertising campaigns of the best advertising agencies for their clients
  • 1 Two current campaigns (Previous two years) for each of the following agencies including TVC, Print, Outdoor and digital should be studied, and analyzed in the class 15 room.
  • a JWT
  • b Ogilvy
  • c Lowe Lintas
  • d FCB Ulka
  • e DDB Mudra
  • f Publicize Worldwide
  • 2 At least three international awards winning previous year campaign (one or two year previous) should be analyzed and discussed in the class room. The application questions are Expected on the latest campaigns.

Module III

  • 1 Entrepreneurship
  • a Entrepreneurship- Definitions, Meaning Concept, Functions, Need and Importance.
  • b Entrepreneurship-As Innovation, risk taking and problem solving.
  • c Social Entrepreneurship
  • 2 Sources of capital for startup Company
  • a Personal investment.
  • b Family
  • c Venture capital.
  • d Angels Finance
  • e Business incubators.
  • f Government grants and subsidies.
  • g Bank loans.
  • 3 Creating and Starting the Venture
  • a Sources of new Ideas,
  • b Methods of generating ideas, creating problem solving,
  • c product planning and development process

Module IV

  • 1 Business Plan for Setting up anAgency
  • a Business plan introduction,
  • b Various Stages in setting up a new Agency
  • 2 Marketing plan of the client
  • a The Marketing brief,
  • b Marketing Audit,
  • c Marketing Objectives,
  • d Marketing Problems and Opportunities Review,
  • e STP,
  • f Executing the plan,
  • g Evaluating the plan

Module V

  • 1 The Response Process
  • a Traditional Response Hierarchy Models: AIDA
  • b Communications Objectives
  • c DAGMAR: An Approach to Setting Objectives
  • 2 Agency Compensation
  • a Various methods of Agency Remunerations
  • 3 Growing the Agency
  • a The Pitch: request for proposal, speculative pitches, Pitch Process
  • b References, Image and reputation, PR
  • 4 Sales Promotion Management
  • a The Scope and Role of Sales Promotion
  • b Reasons for the Increase in Sales Promotion
  • c Objectives of Trade-Oriented Sales Promotion
  • d Techniques of Trade-Oriented Sales Promotion
  • e Objectives of Consumer- Oriented Sales Promotion
  • f Techniques of Consumer- Oriented Sales Promotion

Suggested Reading

  • 1 Advertising and Promotion by G. Belch and M. Belch
  • 2 Advertising Promotion and Other Aspects of Integrated Marketing Communications by Terence A. Shimp

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

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